DIY Blinds, a relatively unknown entity in a homogenous category needed to stand out from the drab. Knowing that DIY Blinds had removed pushy sales tactics, overheads and nasty commissions in favour for a streamlined online customer service. We decided to launch ‘Change the Ugly’ a platform which gave our product and service more meaning. It might have been risky to call out our customers homes, but at a time when material costs are on the rise who could afford a full kitchen reno, when you could just update your window furnishings.
Through outdoor and film we proved the power of a good blind. Dead skin cells delighted. Exhausted couches enchanted. Even hairless cat skin folds became beautiful valleys.
The duality of the Change the Ugly platform let us stretch our messaging from product to service seamlessly. Whilst also transforming hairless cats into things of beauty.
Change the Ugly had lasting impact on the DIY Brand with 88% of annual revenue target achieved in 3 months, a 150% increased YOY growth, an increase of site traffic by 40% and $15M funding investment secured for the DIY Blinds Brand.